Bell Tea is New Zealand’s oldest tea company and has been an important part of Kiwi life. This same sense of pride wasn’t captured in the brand’s packaging that was also become more fragmented through an increasing portfolio. Furthermore competition was hotting up with more imported products and innovations hitting the shelves.
To inject greater pride and focus in the brand we created a single-minded icon that drives the packaging architecture. This reduced the number of elements and delivered a clearer hierarchy for shoppers to navigate. From this foundation the core tea portfolio was brought together for stronger shelf blocking with Original, Loose Leaf and Decaf all using this architecture and colour block.